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MARKETING


Pure Talalay Bliss Announces Dramatic New Modern Luxury Brand Position


“ We want the consumer’s experience of our proprietary beds to conjure a cocoon of ultimate quality, comfort and tranquility.”


By Brooke S. Pisarsky


In a move to drive the distinction between Ta- lalay latex and other types of latex, Pure La- texBLISS has been re-branded and re-con- cepted as Pure Talalay Bliss—the new symbol of modern luxury and sophistication in the ultra-high-end bedding segment. The new name, brand mark, identity and vi- suals for Pure Talalay Bliss will be presented


at the company’s Winter Las Vegas Market show room. The space will be divided be- tween parent firm Talalay Global and Pure Talalay Bliss to dramatically showcase the transformation of the Bliss brand, products and selling environment. “We want the consumer’s experience of our proprietary beds to conjure a cocoon of ultimate quality, comfort and tranquility,” ex- plained Ken Hinman, Executive Vice Pres- ident of Marketing and Sales. “The idea is to conjure the allure of sleep and to remind consumers of the personal relationship that we all have with our beds.” The new Pure Talalay Bliss logo uses timeless, luxury-forward typography that is easily read as a single, distinctive name. The logo also includes a wave design sim- ilar to that which accompanies the Talalay Global logo. “This wave pattern suggests that when you move on Pure Talalay Bliss beds, they move with you—similar to how your body and a gentle ocean wave would move in sync,” Hinman said. “A person’s natural sleep movements are never interrupted on our beds, which is not the case with memory foam or innerspring mattresses.” The palette for the new Bliss logo and brand visuals includes the colors of alabas- ter (white), graphite (black), dove gray and rouge (red), all of which coordinate with the Talalay Global palette. Finally, because “no other mattress in this category feels like an all-Talalay bed,” Hinman said, “we’re retaining our ‘sleeping is believing’ tagline, which also encourages product trial and engagement.” Elements of the new in-store experience of the Bliss brand will be impressively dis- played in the company’s showroom. On the Bliss side, retailers will see striking new top-of-bed treatments. New fabric footers in the graphite color have a two-inch bor-


der in dove gray and drape over the bed to the foundation line. Woven on the footer is the new Pure Talalay Bliss logo; hidden underneath is a two-sided feature/benefit card stored in a self-tucking pocket. Pillow wraps holding Talalay Bliss pillows match the footer design and, according to Hin- man, “round out the total top-of-bed pre- sentation of clean lines, high contrast and rich simplicity.”


On the dove gray showroom walls will be massive, frameless black-and-white photo- graphs that have been selected to represent the brand. “These are luxury and lifestyle im- ages that help capture the essence of Pure Talalay Bliss beds,” Hinman added. A 20-foot-long graphite wall will divide the Bliss and Talalay Global spaces and showcase the design of a new Pure Talalay Bliss in-store gallery. This retail presentation includes three Bliss beds and a wall-mount- ed, polished silver version of the new logo, flanked by two signature brand photographs. Also part of the gallery presentation is a sales tool called the “Bliss Bench.” The all- wood, spa-like bench holds three pillows made of poly foam, memory foam or Talalay, all covered in identical black fabric. “This is an extremely demonstrative sell- ing tool that helps shoppers understand and experience the very real differences in feel, performance and durability between these components,” explains Hinman. “All in all, our goal is to leave retailers with a strong and memorable visual of what a Bliss in-store gallery would look like.” Additionally, the showroom will feature a media center with a laptop and screen for introducing a preliminary version of the new, emotionally-driven puretalalaybliss.com website. A separate training site for quali- fying sales executives as Pure Talalay Bliss experts is also in the works. Visit latexbliss.com


16 Sleep Retailer / Winter 2016


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